A consumer wish list for features in a new iPad

Oct. 19, 2013
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by Jefferson Graham, USA TODAY

by Jefferson Graham, USA TODAY

VENICE BEACH, Calif. - With a new iPad set to be unveiled Tuesday, we ask consumers what Apple could do to make the fifth-generation iPad even more appealing.

Apple has sold more than 150 million iPads to date, with last year's two new models - the full-size fourth-generation iPad and the smaller iPad Mini - starting off strong.

Sales have fallen each quarter, however - from 22.9 million the first quarter when the two new models were introduced, to 14.6 million in the latest quarter, as consumers hold onto their wallets waiting for the latest version.

Apple's tablet market share has tumbled from 60.3% in June 2012 to 32.4% in the same quarter this year, says research firm IDC, as lower-priced tablets from Samsung, Lenovo and others chip away at Apple's once dominant lead.

So what does Apple have to do to bring in the shoppers?

â?¢ "Better camera," says Sara Pebersen, a tourist from Holland.

â?¢ "USB port," says Devin Roddick, visiting from Saskatchewan.

â?¢ "The looks could be ... even thinner and lighter," says Danni Vanderveld of Germany.

The new iPads are expected to mirror the new iPhones, with a faster processor, higher-resolution camera, fingerprint technology, like the iPhone 5s, and be available in multiple colors.

Meanwhile, archrival Microsoft is running an aggressive TV campaign pointing out that its Surface 2 tablet has features the iPad doesn't - like USB and a lower price, $350 to iPad's $499.

"I thought about buying (an iPad) but haven't done it," says Kim Stoebick, visiting from Albuquerque. The TV commercials are "a big factor for why I'm not going to buy it. I'm looking at the other one, because they have the USB port."